Cracker Jack’d

Coming soon to a store near you: Cracker Jack’D, a new twist on the popcorn candy that offers Power Bites with as much caffeine in every serving as a cup of coffee. That could mean kids could get an overdose of caffeine if they consume more than one serving at a time, warns the Center for Science in the Public Interest, a nonprofit nutrition activist group based in Washington, DC.

The addition of caffeine to a growing number of snack foods comes at a time when warning bells have sounded over the hazards of caffeinated energy drinks. US Food and Drug Administration officials told the New York Times on Wednesday that they’ve received reports of 13 deaths linked to 5-Hour Energy shots over the past four years. And the agency is also investigating heart attacks attributed to Monster energy drink, including the death of a 14-year-old Maryland teen.

An excessive amount of caffeine can cause heart palipitations, increased blood pressure, nausea, dizziness, and insomnia — and kids may be particularly sensitive to the chemical’s effects.

The nutrition activist group fired off a protest letter on Wednesday to manufacturer Frito Lay and to the FDA. “Whether or not they are advertised directly to children, it is certain that young children will consume Cracker Jack’d…and sometimes consume it to excess,” wrote the Center’s director Michael Jacobson.

Besides the energy drink craze, caffeine has also been added recently to foods you’d never suspect like the low-calorie beverage Crystal Light, Sport Beans jelly beans, and MiO Liquid Water Enhancer, a flavoring that’s squirted into water.

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Frito-Lay spokesperson Chris Kuechenmeister pointed out in an emailed statement that the new Cracker Jack’D Power Bites line have “two flavors that will contain coffee, a natural source of caffeine.” The company expects each 2-ounce serving to contain about 70 milligrams of caffeine, the FDA limit for a 12-ounce serving of cola.

“Cracker Jack’D is a product line specifically developed for adult consumers and will not be marketed to children,” wrote Kuechenmeister. “The package design and appearance are wholly different from Cracker Jack to ensure there is no confusion among consumers.”

Yes, I’m sure no children will ever consume this product. At the rate we’re going, it’s a matter of what isn’t caffeinated any more, not what is. Via Jezebel.